Understanding Proactive Customer Orientation [electronic resource] : Construct Development and Managerial Implications /
Herhausen, Dennis.author.
Dennis Herhausen examines how managers can successfully probe latent needs and uncover future needs of customers, labeled as proactive customer orientation. To answer this question, three stages of research are deployed: (1) An exploratory study investigating two different dimensions of proactive customer orientation, (2) a quantitative study investigating consequences, antecedents, and factors that moderate the effects of proactive customer orientation, and (3) a qualitative study investigating situation-specific recommendations on how to increase proactive customer orientation. Overall, a systematic change process is developed to guide managers that aim to increase their company's proactive customer orientation.
Description based upon print version of record.
Foreword; Preface; Table of Contents; Abstract; Zusammenfassung; List of Tables; List of Figures; Abbreviations; 1 Introduction; 1.1 Problem Orientation; 1.2 Research Gaps and Goals of this Work; 1.3 Epistemological Research Background; 1.4 Structure of the Dissertation; 2 Conceptual Development; 2.1 Theoretical Background: Resource-Based View of the Firm; 2.2 Responsive and Proactive Market Orientation; 2.3 Customer Orientation, Learning, and Market-Based Innovations; 2.4 Research on Proactive Customer Orientation; 2.4.1 Conceptual Research related to Proactive Customer Orientation
2.4.2 Empirical Studies on Proactive Customer Orientation2.5 Proactive Customer Orientation: Insights from Managerial Practice; 2.6 The Two Dimensions of Proactive Customer Orientation; 2.7 Conceptual Framework; 3 Scale Development; 3.1 Limitations of Existing Scales; 3.2 Data Sources of the Qualitative Inquiry; 3.3 Definition of Constructs; 3.3.1 Proactive Customer-Oriented Climate; 3.3.2 Proactive Customer-Oriented Processes; 3.4 Generation of Item Pool; 3.5 Data Collection and Sample; 3.6 Data Analyses; 3.7 Summary of Scale Development; 4 Hypotheses Development
4.1 Performance Implications of Proactive Customer Orientation4.2 Antecedents of Proactive Customer Orientation; 4.3 The Relative Importance of Proactive Customer-Oriented Processes; 4.4 Moderating Effects of Organizational Characteristics; 5 Hypotheses Testing and Results; 5.1 Data Collection and Sample; 5.2 Measures and Measurement Assessment; 5.3 Data Analysis Strategy; 5.4 Structural Equation Model: Main Effects; 5.5 Hierarchical Regression Analyses with Control Variables; 5.6 Results Related to Moderating Effects: Multiple-Group Analyses; 5.7 Summary of Results
6 Creating Proactive Customer Orientation: A Managerial Roadmap6.1 Developing Proactive Customer Orientation; 6.1.1 Overcoming Organizational Barriers; 6.1.2 Creating a Proactive Customer-Oriented Climate; 6.1.3 Implementing Proactive Customer-Oriented Processes; 6.1.4 Developing Market-Based Innovations; 6.2 Patterns of Market-Based Innovations: Cluster Analysis; 6.3 Typical Market-Based Innovation Strategies: Case Studies; 6.3.1 Resource Constrained Innovator: Katjes GmbH; 6.3.2 Technology Driven Innovator: Phonak GmbH; 6.3.3 Integrated Innovator: GE Healthcare
6.3.4 Network Innovator: BMW Group6.4 Pattern-Based Recommendations for Managers; 7 Conclusions; 7.1 General Discussion; 7.2 Theoretical Contribution; 7.3 Managerial Implications; 7.4 Limitations and Implications for Further Research; 8 References; 9 Appendix; 9.1 Expert Interviews; 9.2 Interview Guidelines21; 9.3 Managerial Workshops; 9.4 Scale Items and Psychometric Properties22; 9.5 Data Sources of the Case Studies
Thesis (Ph. D.)--University of St. Gallen, 2011.
Includes bibliographical references.
Dennis Herhausen examines how managers can successfully probe latent needs and uncover future needs of customers, labeled as proactive customer orientation. To answer this question, three stages of research are deployed: (1) An exploratory study investigating two different dimensions of proactive customer orientation, (2) a quantitative study investigating consequences, antecedents, and factors that moderate the effects of proactive customer orientation, and (3) a qualitative study investigating situation-specific recommendations on how to increase proactive customer orientation. Overall, a systematic change process is developed to guide managers that aim to increase their company's proactive customer orientation.
Marketing.
Marketing.